Increasing Transactions by 200% with Programmatic Ads
Marcus Theatres, one of the largest and most respected cinema chains in the U.S., offers a premier moviegoing experience with state-of-the-art auditoriums, luxury seating, and a commitment to guest satisfaction. Known for hosting blockbuster premieres and family-friendly events, Marcus Theatres continually looks for innovative ways to attract audiences and enhance the movie-going experience. 
The Opportunity:
With a major film premiere on the horizon, Marcus Theatres aimed to boost ticket sales and increase customer engagement throughout the entire run of the film at their locations. The key challenge was to target moviegoers effectively in a competitive market and drive them from awareness to purchase, especially after the initial opening weekend buzz had subsided.
Granular’s Solution:
To amplify reach and maximize engagement, we launched a multi-faceted advertising campaign the week following the movie premiere, strategically timing it to capture renewed interest and analyze pre- and post-campaign performance.
Key Tactics Included:
- Geofencing High-Traffic Locations: We targeted specific locations such as shopping centers and entertainment hubs using real-time location data and a 14-day lookback window. This allowed us to reach users who had recently visited relevant hotspots.
- Mobile-Optimized Display & Video Ads: By focusing on display and video ads across mobile devices, we expanded our reach to users throughout their day, increasing the chances of engagement during key decision-making moments.
- Performance Benchmarking: Launching ads post-premiere enabled a clear before-and-after analysis, allowing us to track audience behavior shifts and optimize accordingly.
The Results:
The targeted approach delivered impressive results in a short timeframe:
- +162% Increase in Cart Views during the first week of live ads compared to the previous period.
- 72% Video Completion Rate (VCR) on Desktop, Tablet, and Mobile—highlighting strong audience engagement.
- +200% Increase in Transactions post-launch, demonstrating the campaign’s direct impact on sales.
Through strategic geofencing and mobile-optimized creative, Marcus Theatres successfully re-engaged audiences after a major film release, leading to significant increases in both cart views and completed transactions. This campaign not only boosted immediate ticket sales but also demonstrated the power of location-based and mobile-first advertising in driving measurable results.
Marcus Theatres Video Testimonial
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